The Effect of Brand Evidence, Brand Attitude, Brand Hearsay on Brand Loyalty. Case Study (Leather Companies in the City of Tabriz)
Subject Areas :
Biannual Journal of Value Chain Management
Anisa
Arya
1
(کارشناسی ارشد، گروه مدیریت فناوری اطلاعات، موسسه آموزش عالی المیزان، تبریز، ایران.)
Received: 2016-06-03
Accepted : 2016-09-08
Published : 2016-08-22
Keywords:
brand loyalty,
service brand,
Brand evidence,
Brand attitude,
Brand hearsay,
Abstract :
Building and maintaining consumer brand loyalty in a competitive market is at the heart of the company's marketing programs. So today, understand and predict customer needs for enterprises to gain competitive customer. Therefore, in this study a model of service brand Seek variables are influential in terms of brand loyalty turned for services. The aim of this study was to determine the impact of the brand on brand loyalty services companies, real leather industries In Tabriz. Finally, multiple regression analysis was used to detect the effect of each of the hypotheses. The test showed that Dimensions Brand Services Variables On the effective loyalty and generally There is a direct relationship between Dimensions Brand Services (Brand documents, Brand attitude, Brand hearsay) and brand loyalty.
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